The “VRATA” line of toothpastes from the “Indo-French” oral hygiene brand ZUBY

As part of my work in a training module at the Higher School of Economics, I developed a special line of toothpastes for an oral hygiene brand. The branding concept is based on the image of a prayer drum—a symbol of repetitive ritual action traditionally associated with concentration and intention. This image was reinterpreted in the visual key of the project: instead of religious texts, stylized images of canonical smiles inspired by Indian iconography and interpreted as a metaphor for self-care and inner harmony are used on the surface of the drum.

During the preparatory stage of the line’s development, additional research was conducted on the product shelf in the FMCG category. The analysis identified key consumer focuses and examined in detail the form factor, materials used, and conceptual level of existing solutions in the target price category. This made it possible to form a well-founded direction for further project development.

As a result, a special packaging line was created that continues and develops the theme of ritual. The shape of the packaging is inspired by the architecture of Buddhist temples and is recognizable thanks to its arched cutout. The series also features visual differentiation through illustrations in a style that is alternative to the main branding: images of flowers as plant symbols placed at the top of the arch, as well as images located inside the temple space (box) on the tube. These elements reinforce the integrity of the visual system and the symbolic content of the concept.